Discover Spain’s TikTok Audience: 18.8M Users, 46% of Adults, 95% in 18–24

Spain — TikTok Audience Deep Dive

TikTok in Spain has become one of the country’s most influential digital platforms, combining near-universal youth adoption with substantial traction in older demographics. According to Eurostat’s 18+ population data and TikTok Ads Manager’s lower-bound reach estimates, Spain’s TikTok audience equals 18.83 million accounts. This translates into ≈45.7% of adults (18+) or ≈38.7% of the total population when minors are included.

The 18–24 group has 3.48 million users out of 3.65 million adults, reaching ≈95% penetration. The 25–34 cohort adds 4.37 million users (≈80% penetration), making it the single largest segment in absolute numbers. Together, 18–34 accounts for 7.85 million users (≈42% of Spain’s TikTok audience).

The 35–44 group contributes 3.89 million users (≈58% penetration), while 45–54 adds 4.10 million users (≈51%). Combined, 35–54 delivers 7.99 million accounts (~42% of total audience), making Spain one of the strongest mid-age TikTok markets in Europe.

The 55+ population includes 2.99 million users (≈18% penetration). While penetration is lower, the absolute audience is significant, larger than the entire 18–24 base.

Gender distribution is skewed female, with ≈59.6% women (11.22M) versus ≈40.4% men (7.61M). The female majority is consistent across age groups and becomes more pronounced in the 35+ segments.

As a share of the total TikTok base in Spain, 25–34 leads (~23%), followed closely by 45–54 (~22%), 35–44 (~21%), 18–24 (~18%), and 55+ (~16%).

How to activate on TikTok (Spain)

TikTok provides a comprehensive toolkit of advertising formats and measurement instruments that help advertisers cover the full marketing funnel. The platform’s available tools include:

• Media Products:
  • In-feed ads
  • TopView
  • Branded Content (Spark Ads)
  • Branded Hashtag Challenge
  • Branded Effects
  • Auction campaigns with objectives from Reach to Conversions
• Measurement & Optimization:
  • TikTok Pixel & SDK integration
  • Server-to-server events
  • oCPM bidding
  • Brand Lift Studies
  • Marketing Mix Modeling (MMM)
  • Multi-Touch Attribution (MTA)
  • Standard analytics (impressions, CTR, VTR, conversions)

With these instruments, advertisers can structure campaigns that range from broad cultural awareness to performance-driven initiatives with measurable business outcomes.

Data notes & sources

Population by age (18+): Eurostat. TikTok audience: lower bound of TikTok Ads Manager estimator, interpreted as accounts, not verified individuals. Minors (<18) are excluded from ads and referenced only to contextualize population size. Figures are directional for penetration and planning and may not equal unique persons.